DTH
Dish TV adds one more channel in its bouquet, launches Fitness Active
MUMBAI: With an aim to make its users fit, Dish TV, a direct-to-home (DTH) service provider, has come up with the Fitness Active channel. The service provider has bouquet of channels with the brand called Active.
The Fitness Active channel to feature Bollywood actor Tiger Shroff teaching and explaining about mix martial art (MMA) along with his younger sister Krishna Shroff, who is also a fitness freak.
Our Mixed Martial Art guru is here to give you fitness goals this 2020. Join the gang of @iTIGERSHROFF & Krishna Shroff with #FitnessActive. To subscribe, missed call on 18003157803 from your Registered Mobile Number & start the new year on a healthy note at just ₹40* per month! pic.twitter.com/sjRSfkuJlt
— DishTV India (@DishTV_India) January 9, 2020
According to Dish TV’s official Twitter, “Our Mixed Martial Art guru is here to give you fitness goals this 2020. Join the gang of @iTIGERSHROFF & Krishna Shroff with #FitnessActive.”
Urging subscribers to start the new year on a healthy note, the service provider said gives us a “missed call on 18003157803 from registered mobile number to activate the channel at just Rs 40 per month.”
In a video promo shared on Dish TV’s official Twitter, Tiger Shroff says, “ MMA helped me fight my battles very early in life; that’s why I started MFN – Matrix Fight Night along with my baby sister Krishna, to motivate everyone to win the war within.”
Dish TV already have a bouquet of channels such as Cine Active, Music Active, Movies Active, Comedy Active, Cooking Active, Bhakti Active, Thriller Active among others.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
